ADAGIO Launch Campaign

Summary

ArmstrongB2B® partnered with Knauf Ceiling Solutions to deliver the full launch of Adagio, the first range to bring together the best of both the Knauf and Armstrong Ceiling Solutions worlds. Building on an established relationship and our earlier work on the Think Bigger campaign, we developed a comprehensive launch programme spanning animation, social media, brochures, data sheets, emails, email signatures, a dedicated webpage and web banners. The result was a confident product launch that positioned Adagio as the definitive premium specification ceiling tile for architects, specifiers and consultants.

Knauf
Adagio Launch

Challenge

Knauf Ceiling Solutions tasked ArmstrongB2B® with launching Adagio, the first product to combine the heritage and technical expertise of both Knauf and Armstrong Ceiling Solutions under a single offering.

The ceiling tile category had become increasingly competitive, with rival products closing the gap on visual performance and acoustic capability. Adagio needed to establish a clear lead across both dimensions simultaneously, while introducing a good, better, best proposition across three tiers, Adagio Acoustic, Adagio Alpha and Adagio HD, without diluting the premium positioning of the range as a whole. All activity also needed to sit within the established Think Bigger brand framework, ensuring Adagio felt like a natural evolution of the Knauf Ceiling Solutions story.

Strategy

Our strategy was to position Adagio not as an incremental improvement, but as the culmination of two world-class ceiling brands coming together to raise the standard of what a specification ceiling tile could be.

We led with the idea of unified excellence: the best visual performance and the highest acoustic performance, combined in a single range for the first time. The good, better, best tier structure was maintained throughout, ensuring specifiers could identify the right Adagio solution for every application. All messaging extended the Think Bigger platform, presenting Adagio as proof of what Knauf Ceiling Solutions’ combined expertise could deliver in practice.

Creative

The creative approach delivered a fully integrated launch suite that brought the Adagio story to life consistently across every touchpoint. A hero animation introduced the product with visual precision and impact, functioning as a standalone launch asset and a foundation for ongoing digital and social use.

Across the full suite, a clear and consistent visual language reinforced the premium positioning of the range, spanning product animation, social media content, brochures, data sheets, email campaign assets, email signatures, a dedicated webpage and web banners. Together, these gave Knauf Ceiling Solutions a complete launch toolkit, enabling the Adagio story to be told consistently whether the audience was encountering the brand for the first time or moving deeper into the specification process.

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Building Materials 3D Animation Architect Engagement Brand Identity Campaign Development CGI Copy Creative Design Print Advertising Product Launch Product Marketing Sales Enablement Videography & Motion

Challenge

Knauf Ceiling Solutions tasked ArmstrongB2B® with launching Adagio, the first product to combine the heritage and technical expertise of both Knauf and Armstrong Ceiling Solutions under a single offering.

The ceiling tile category had become increasingly competitive, with rival products closing the gap on visual performance and acoustic capability. Adagio needed to establish a clear lead across both dimensions simultaneously, while introducing a good, better, best proposition across three tiers, Adagio Acoustic, Adagio Alpha and Adagio HD, without diluting the premium positioning of the range as a whole. All activity also needed to sit within the established Think Bigger brand framework, ensuring Adagio felt like a natural evolution of the Knauf Ceiling Solutions story.

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Strategy

Our strategy was to position Adagio not as an incremental improvement, but as the culmination of two world-class ceiling brands coming together to raise the standard of what a specification ceiling tile could be.

We led with the idea of unified excellence: the best visual performance and the highest acoustic performance, combined in a single range for the first time. The good, better, best tier structure was maintained throughout, ensuring specifiers could identify the right Adagio solution for every application. All messaging extended the Think Bigger platform, presenting Adagio as proof of what Knauf Ceiling Solutions’ combined expertise could deliver in practice.

Creative

The creative approach delivered a fully integrated launch suite that brought the Adagio story to life consistently across every touchpoint. A hero animation introduced the product with visual precision and impact, functioning as a standalone launch asset and a foundation for ongoing digital and social use.

Across the full suite, a clear and consistent visual language reinforced the premium positioning of the range, spanning product animation, social media content, brochures, data sheets, email campaign assets, email signatures, a dedicated webpage and web banners. Together, these gave Knauf Ceiling Solutions a complete launch toolkit, enabling the Adagio story to be told consistently whether the audience was encountering the brand for the first time or moving deeper into the specification process.

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